Contrary to the prevailing wisdom, the PC will not necessarily be the centerpiece of the so-called "digital living room," according to an Advanced Micro Devices Inc. (AMD) executive. Speaking at the Digital Living Room 2006 summit here Tuesday (Dec. 4), Joe Menard, vice president of AMD's consumer business unit, said the concept the digital living room—the concept of a sophisticated in-home entertainment network—is likely to take many forms to suit various budgets, needs and degrees of technical savvy.
"There is going to be no one usage model," Menard said. "There will be models when PCs end up in the living room. There will be models where PCs do not end up in the living room." For AMD, Menard said, this philosophy represents a change in thinking that evolved partly from the company's acquisition of ATI Technologies Inc., which, among other things, is a major supplier of chips for digital TVs. "For AMD, the strategy used to be get a PC in the living room," Menard said. "Now it's to think about the best usage case that a customer wants and how we can provide silicon to do that."
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News source: CRN
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